Happy World Breastfeeding Week: Celebrating Every Feeding Journey with Apéro

Happy World Breastfeeding Week: Celebrating the Women Who Show Up, Every Feed

This August, Mothers, families and communities around the globe come together for World Breastfeeding Week, a week that's less about perfection and more about connection. It's a moment to pause and acknowledge every version of the feeding journey: the 2am feeds, the public feeds, the ones that come easy and the ones that take real work.

This year's National Breastfeeding Week theme, set by the World Alliance for Breastfeeding Action, is all about strengthening what already works and leaning into the support systems, communities and everyday tools that help mothers feel confident in their feeding journey, for as long as it's right for them. It's a theme that sits close to home for us at Apéro, because "what works" is exactly what we've spent years designing for.

Why We Celebrate Breastfeeding Week

World Breastfeeding Week has been marked globally since the early 1990s, growing out of a shared commitment between global health bodies to protect, promote and support breastfeeding mothers everywhere. Decades on, the mission looks much the same: normalise feeding in all its forms, back mothers with real support (not just sentiment), and remind every woman that she doesn't have to choose between showing up for her baby and showing up as herself.

That last part is where we as a brand, show up. Fashion That Doesn't Ask You to Compromise

Founder Rachel Mellers-Smith built Apéro on a simple belief: getting dressed should never stop feeling like you. When motherhood changed her brief, she noticed the same gap so many of you in our community tells us — the moment you start feeding, your options are slim and you have to make a choice between function, comfortability or a glimpse of your old style - never something that speaks to all three.

We didn't think that trade-off was fair. So we designed around it.

Our breastfeeding collection is built with an eye on the runway and a brief for real life. Discreet nursing access, considered fabrics, and silhouettes that were never designed for a single season, so they earn their place in your wardrobe well beyond the feeding stage.

• Reach for our breastfeeding tops for the easy, everyday pieces that go from school run to catch-up without a second thought.

• Layer into our breastfeeding jumpers for cooler days and feeds on the go, without sacrificing the elevated look you're used to.

• Dress up (or down) in our breastfeeding dresses; proof that feeding-friendly can still turn heads.

• And for the wardrobe staples you'll wear on repeat, our breastfeeding tees are the effortless base of it all.

The best part? The breastfeeding zippers are so discreet that if you have a genuine love for the style but may be through your breastfeeding journey, these pieces can still make a rotation in your every day wardrobe.

Apéro exists for more than the clothes. We're built for mothers - shaped by real feedback, real stories, and a community of women who told us exactly what wasn't working in maternity and feeding fashion. This Breastfeeding Week, we want to hand the platform back to that community: however you're feeding, however long you've been at it, or whatever your journey looks like, you deserve to feel supported, seen, and unmistakably yourself.

Happy World Breastfeeding Week from all of us at Apéro; to the mums feeding for the first time this week, the ones who have conquered the hill, and everyone still figuring it out in the in-between. We see you, and we celebrate you.

Shop the full range of breastfeeding clothes and find your next favourite, feeding-friendly and fashion-forward.